This is a very cool idea from the folks at New Line:

Exclusive Bonus Letter from Peter Jackson! Production is underway in New Zealand on the live-action trilogy of Lord of the Rings films. As a special bonus to all New Line Cinema Studio Store Customers, all copies of “The Lord of the Rings” purchased here come with a full-color copy of a letter from director Peter Jackson about his love for the books and his plans for the film! Each letter comes with a New Line Cinema logo hologram as proof of authenticity. [More]

Thanks to Julius for the tip!